📦 - Saying No To Toxic Messaging

DTC 526 - Sweaty Betty, Android vs. iOS, and Reframing Failure   Monday, April 1, 2024 Whispers to self: please say yes, please say yes… 😆 Good morning, In a shocking turn of events, DTC is rebranding as D2C! … … … JUST KIDDING. We would NEVER. That was our April fools joke, but this is not an April Fool’s joke. 👉 Starting today, Gmail will reject emails from bulk senders unless it meets their new authentication requirements. 😱 Make sure to secure and configure your email so this doesn’t affect your sends. Keep scrolling down to our Quick Hits section for the full story. Here’s what you’ll find in today’s DTC: - Sweaty Betty rebrands and gets rid of toxic exercise messaging to align with changing customer sentiments. - Do Meta Ads perform better on Android or iOS? Keep scrolling for the results. - And…why failing is an achievement in itself. You’re reading this newsletter along with new subscribers from: The Koa Club, Paradise Bae, and Chinook Seedery. 👋   [Advertisement] OMNICHANNEL 👀 Where Are You Seeing The Most Success? Could You Be Seeing More? You already know you need a great team behind you. But is your great team doing enough? Is your ‘great team’ innovating? Pushing you to be better? Exploring new opportunities that could benefit your brand? If not… 👇 You deserve a team that will. A team that’s focused on results, aligned to your ROI goals, and won’t leave your money on the table. That’s [Pilothouse](. They’re problem solvers, ROAS generators, and partners in your growth, right down to your bottom line. Plain and simple. They want to know, where are you seeing the most success? And could you be seeing more? - [Meta]( - [Google]( - [YouTube]( - [Email & Retention]( - [Amazon]( Make your partnership work for you. Your next big move could be just one call away… ☎️ [Book Your Call]( *Sponsored   BRAND REFRESH 🎽 Sweaty Betty’s New Brand Identity [Sweaty Betty emphasizes inclusive and empowering messaging] Fitness apparel brand [Sweaty Betty]( recently underwent a rebrand just in time for Spring. Why? They wanted their products to feel more aligned with customer’s changing sentiments about health and fitness. Instead of putting out aggressive and toxic exercise messages, their brand now emphasizes body positivity and inclusion. 💙 Their [new ad campaign]( shows a group of women exercising together and focuses more on the joy of movement and mental health benefits rather than placing pressure on women to achieve a specific look or body type. Instead of saying ‘push harder’, their new slogan is: ‘don’t sweat it.’ As part of the campaign, Sweaty Betty also refreshed their website to signify a more positive era and inclusive messaging for their female target audience. [Sweaty Betty’s new slogan ‘don’t sweat it.] Updated diverse photography shows off a range of sizes and body types. And they’ve also updated their brand identity with a new color palette and typography that makes the brand feel more fun and approachable. The takeaway? Builds emotional connection: We love how this fitness apparel brand replaces toxic exercise messages to resonate well with their audience. Consistent messaging between their ads, website, and social media channels makes the campaign feel cohesive and authentic. Shows they value inclusivity: By showing a range of sizes and body types in their photography Sweaty Betty does a great job of showing they are an inclusive fitness brand. Which rebrands have you been loving? Reply to the newsletter and let us know!     META ADS EXPERIMENT 📱 Do Meta Ads Perform Better on Android or iOS?  If you’re spending on Meta ads, you’ll want to read this. The [Pilothouse Meta team]( recently ran a test to compare Android vs iOS and the results are surprising. 😯 Historically Meta has spent more heavily into Android on the ad account and the team tested if iOS could yield better results through a segmented split test. Here’s what the team found: The winner? iOS! From a split test segmenting Android vs iOS, iOS has been more efficient and the Pilothouse Meta team has been scaling spend into the winning ad set. 🏆 The takeaway? Head into your ad account and check the Impression Device breakdown for the last 7 and 14 days. See if Meta is skewing more towards one platform, and how your CPAs compare between both. This is a good opportunity to set up a test pushing more spending into the most efficient platform.   🌐 IN THE SOCIAL SPHERE A reminder that trying and failing will result in more achievements than doing nothing. Can't view the image? [Click here](   ⚡ QUICK HITS    📧 Are you aware of the new rules for bulk email senders? Gmail and Yahoo have made some updates that might affect your deliverability rate. [Here are all the details](.   📰 NEWS - Hume AI [raises $50 million for EVI](, the first conversational AI with emotional intelligence. - More layoffs are coming for [Amazon’s ad team due to cost-cutting measures](. - A survey reveals that [51% of U.S. kids recall seeing commercials on YouTube](.   SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](.   Have you heard our latest podcasts? - 🧔🏻 Anthony Mink on [Live Bearded’s EOS and Disrupting Legacy Capitalism]( - 🔑 [AKNF 389:]( Unlocking SEO Success in 2024 - 💰 Rick Cadotte on [Four Sigmatic’s TOFU strategy after Meta challenges]( - 🍪 [AKNF 387](: How to extend the life of your cookies - 🪑 Dayne Rusch on [Vyper Industrial’s Eight Figure Shop Chair Journey]( - 📹 [AKNF 385:]( Why 3-5 second ads are crushing it on Meta - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](